1. Adidas
A Case Study Observing the Effectiveness of Adidas’ Advertising and Marketing Tactics as an Official Sponsor of the 2012 Summer Olympic Games
Stephanie Clark

2. Adidas German Sporting Goods Store Started by Adi Dassler
Designed the first ever running shoe
Styles
-Designed first ever running shoe
-took from Germany to Amsterdam in 1928
-designed for Lina Radke
-she won gold for the 800m
-Styles
-Originals
-Silver
-Neo
-Y3
-Training
-Soccer
-Basketball
-Running

3. Adidas Competition Twitter Facebook Page Puma Nike @adidas Like page
-Puma is a German competition, but when the company came to the US, Puma did not have a large of a response as what Adidas did
-Nike is an American company that became the new competition for Adidas
-Reebok however is now owned by Adidas, but is still considered to be competition

4. Sponsor 2012 Summer Olympics
Signage
Posters, billboards, etc.
Sponsor Olympics and Paralympics
Legal Permission to use Olympic logo
Campaign name
‘Take the Stage’
Goals
Market leader in Britain
-Campaign
-more geared to athletes and athletic people versus how Nike left their campaign open to a broad category of the every day people
-Goals
-target China because if they continue to grow in China, the company will grow all over
-target those who are anti-obesity
-people that want to be healthy both young and old
-keep the children healthy from the beginning so they will be healthy for life

5. Social Olympics Blackout Period Social Campaign Approach New Products
Athletes
Shoes vs. Clothing
New Products
adiZeroPrime Sp (Sprinting Spike)
Adidas Swimsuits
TechFit PowerWeb
Smart Football
-Blackout Period
-time period that prevents non-sponsors from using Olympic trademarks in social media space
-increases potential for sponsors to dominate conversations related to the Olympics
-Social Campaign Approach
-Take the Stage
-has athletes in marketing content
-uses social media initiatives to encourage users to interact with brand
-encourages users to interact with Adidas sponsored athletes
-Shoes vs. clothing
-shoes = wear adidas shoes in Olympics, then personally sponsored by company
-clothing = wear adidas clothes in Olympics, then sponsored by company through individual federations
-3000 athletes in every sport but horseback riding wore Adidas shoes or clothes
-New Products
-spikes
-wore by USA Sprinters Gay and Blake
-swimsuits
-retain less water and lighter than Beijing suit
-techfit
-stimulate muscles
-smart football
-heart rate and pulse rate tracker
-makes more sense to introduce all their new products during a time when the company knows that more people than normal will be tuning into to the television stations and watching the advertisements

6. Success Sales were boosted Invested $156 million
Increased global profile
Close gap to Nike
-Sales boosted
-net profit of $201 million
-an 18% increase for the year

7. Weaknesses Nike still received more attention Twitter Facebook
-16,020 tweets with “Nike” and “Olympics” in it when only 9,300 tweets like that for Adidas
followers increased 11%
originals grew only 4%
-Nike added twice as many Facebook fans as did Adidas

8. References
MaNaughton, M. (2012, August 21). How nike stole social media gold from Olympic sponsor adidas. Retrieved from
 Torry, H. (2012, August 02). Olympics boost adidas earnings. Retrieved from
Olympics - update 1 - adidas sees benefits from healthier lifestyles. (2012, July 23).Retrieved from
Social and the olympics: A performance comparison on official sponsors' campaigns. (2012). Retrieved from
Pagano, M. (2012, July 25). 100m in sponsorship - and the olmpics have adidas written all over them . Retrieved from
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